Roots Farm Fresh will debut Organic Sweet Potato Waffle Fries and Organic White Potato Waffle Fries at Natural Products Expo West, March 3-6, at the Anaheim Convention Center in California. Boasting restaurant-quality texture without the use of industrial ingredients or seed oils, the new offerings may be seen and sampled at Booth #5707 in Hall E.
Since launching nationally in 2022, the Brooklyn, New York-based company’s clean label product line distribution has expanded to thousands of retail stores and is now ranked as the leading contributor to incremental growth in the natural frozen potato category.
Made from organic, non-GMO potatoes sourced from regenerative farms, Roots’ Waffle Fries are designed to meet the strictest ingredient standards in frozen food. The company operates a vertically integrated grower-to-freezer supply chain, ensuring full traceability, ingredient integrity and quality control from field to finished product.
Unlike conventional frozen fries that are boiled, Roots uses a gentle steam-blanching process which preserves nutrients and natural flavor while dramatically reducing water usage. Its waffle fries are prepared with organic avocado oil, creating a crispy exterior and fluffy interior that aligns with the brand’s clean ingredients promise.
“The waffle cut has been one of the most requested formats from both consumers and retail buyers,” said Alec Warren, executive director of Roots Farm Fresh. “We’re excited to share a version that delivers an indulgent texture while maintaining the strictest ingredient standards in frozen. This expansion allows us to offer a product that meets the same clean standards as the rest of our portfolio.”
Food waste is combated by using upcycled potatoes, which are cosmetically imperfect but would otherwise be discarded. Additionally, food insecurity is enhanced through the company’s impact program: for every pound of product sold, it donates one pound of fresh sweet potatoes to hunger relief partners.
Roots products are crafted with simple ingredients. The company’s clean label philosophy extends to its production facility, which is BRC AA+ certified and ensures that output is 100% Allergen-Free and Gluten-Free. All products are third-party certified as USDA Organic, Non-GMO, Vegan, Halal, Kosher and Upcycled.
